Honda has tapped comedian Jerry Seinfeld to help in its promotion of the Acura as an exciting and sporty brand. In a recent phone interview, Seinfeld poked fun at car commercials that show the car being driven through the desert. He thinks that most car commercials turn off the consumer and so there has to be a “complete reboot.” He further described the ads as “fear-based.” Seinfeld has newly entered the alliance with Honda.
Acura is the lone sponsor of Seinfeld's "Comedians in Cars Getting Coffee" Web series, made possible by the connection between him and Mike Accavitti, Honda's U.S. marketing chief and Senior Vice President. Since the Acura made its debut in 1986, Honda has seen this brand’s image deteriorate.
Seinfeld is now tasked to improve consumers’ emotional ties to the brand. Honda’s premium line has been beaten by Lexus of Toyota as well as by the German automakers but Honda is hoping that Acura will be rejuvenated with the release of new models and ads that are more memorable. This online-only series from Honda is just one of its many Internet-based moves to market its cars.
Brad Adgate, senior vice president of research at Horizon Media in New York, said that more consumers are going online to research potential car purchases and so the industry is responding to this. Ooyala Inc., an analytics firm that measures Web viewing habits for advertisers and other customers, determined that last April, mobile phones and tablets made up about 13% of all video-viewing.
This is considerably higher than the 3% share recorded in August 2011. Ooyala found out that due to faster wireless networks and bigger screens, advertisers are able to target people at specific times, on specific devices. These people have a tendency to watch live video nearly twice as long as video on demand in the home. [source: Bloomberg]